Teaser campaign

A teaser [ ti ː zə (r ) ] (of English. Tease " irritate, tease " ) or teaser is a short text or see in advertising and journalism language picture element - hear for further reading, click to entice.

Origin and other meanings

The term comes from the teaser marketing. Teaser to make the customer curious and lead to the desired action. A well-known example of this is sales letters imprinted with " you have won. Open Immediately ".

The term is also used in connection with the company purchase. Here is the teaser is the most anonymous short presentation of a company offered the possible interested parties will be sent to the first information. Is this due Teasers further interest in the Company, the interested parties have to sign a confidentiality agreement, the Memorandum of Understanding, which will contain more detailed information and can form the basis for a first indicative offer.

Online Journalism

In online journalism is a " teaser " that acts on the home page as an introduction to the detailed article on a Web page shown below, also called teaser. Journalistic similar to the teaser the first sentence of a longer article, the lead sentence. " As a teaser, the teaser on the homepage or a Topic Overview page are called. They point to a contribution and are designed to provide both guidance on the content as well as tempt to click " ( Klaus Meier ).

Teaser can be distinguished by the length: Although only a short sentence is on the home page that will tempt more, it is called a teaser. But the teaser may well reach the length of a full-blown leads. Many news sites take as a teaser headline or the first sentence of the article. This assumes that the post has been made even after journalistic principles: The first sentence must be the most important, contain the gist. Here, the journalistic W questions - who does what, when, where, how and why, and also: where does the information - taken into account.

Teaser can be divided also according to their content function:

• Summary Teaser: As a callow lead sentence he gives the information core of the subsequent message again.
• Teaser in question form: It requires the repetition of the question and get a prompt reply in the following text.
• ANN teaser: it describes as clearly as possible, but without giving too much away, what follows.

Occasionally, the teaser is recommended as a cliffhanger. Such use in online journalism is controversial.

Radio

In the radio is meant by a teaser to a headline about a message. These headlines are often read at the beginning of the program and thus proteases the actual messages. Secondly, the teaser on the radio is an element of on-air promotion, with the points the presenter on an upcoming program element.

Film and Television

In the film and television industry, it refers to both the first short promotional film for a film (not to be confused with a trailer ), and the portion of a film or television play, which is shown before the opening credits. The latter is also known as Cold Cold open or opening ( English for " Cold Opening" ). In both cases, the teaser is to make the audience curious and animate to continue watching the film advertised on or started the film.

A teaser can be various lengths, from one up to ten minutes - in some cases even more - have. The best known example of the use of teasers provide the movies of the James Bond series, which always began since From Russia With Love with a teaser before the actual opening credits.

Today, most TV shows, especially those of U.S. origin begin with a teaser. This often consists of a compilation of important scenes of previous episodes, and recaps (of English recapitulation. " Repetition", "Summary" ) called to build a tension previously generated again or to provide explanations to better understand the new episode. But also a Cold Opening is often used.

Demarcation trailer

The deferrable from the teaser trailer of the term describes a short promotional film for a film that is already created previously from its imagery. Usually in the teaser - in contrast to the trailer - still to find any film clips, but mostly custom built specially for the teaser material to make the audience on the upcoming film curious.

Demarcation Cold open

The portion shown immediately before the opening credits of a film or a television series called Teaser. The stylistic device of immediate boarding into the plot is called Cold open and used to introduce the audience directly into the action, building up an initial tension or to present a first cliffhanger, which is intended to encourage viewers to pursue the action. The terms teaser and Cold open also be used when in contrast to the longer preload before a brief, lasting only a few seconds, title sequence is shown. Especially crime series often use this style means to represent introducing the act itself.

Historical

Since the advent of private broadcasters in Germany are created for almost any television production in the course of pre-production teaser and trailer, the teaser a few hours to broadcast directly before the show and the trailer usually from about a week before the actual broadcast date on time or thematically same broadcasts and messages are appended; This applies particularly to their own live broadcasts.

Before that was unusual in the public television; the evening program detailed planning, there were announcers. However, in the early days of the German color television the few color productions in everyday black / white that the lack Farbdarstellbarkeit existing ground glass dominated both in terms as the predominant share of airtime, the part of the broadcasters for reference and as an incentive short teaser of about ten seconds duration prefixed. , " Color ": a color graphic floral rosette with the central lettering - In the First opened - with musical accompaniment of a fanfare rotating glass cubes were instead shown on ZDF, in which - as in a prism - the light colored slightly broke.